Say no to shame, waste, inequality—and leaks! Menstrual activism in the market for alternative period products

Abstract

ABSTRACT For decades, advertisements for mainstream menstrual products have been criticised for upholding harmful menstrual taboos. Meanwhile, the range of alternative products has increased, and menstrual cups, discs, underwear, and cloth pads have become more easily available. This article examines how online promotional materials of alternative products relate to the menstrual taboo and other concerns raised by menstrual activists. Based on thematic analysis of seven websites selling alternative period products, the article shows how the companies function in a double bind typical for contemporary feminisms. While selling products meant to hide menstruation in a cultural environment that expects concealment, the sites discuss menstruation openly and declare periods as nothing shameful. The sites also support calls for fair access to products and education, advocate sustainability, and recognize the diversity of the menstrual experience. Yet, the companies also apply marketing language that stresses leak-prevention and discreetness. By doing so, they profit from the worries over leaks ingrained in menstruators by a culture of concealment. Furthermore, despite calls for openness, blood remains relatively invisible. The article discusses the results of the thematic analysis in relation to menstrual activism, and popular and postfeminism.